Increasing Repurchase Intention through Experiential Marketing, Service Quality, and Customer Satisfaction

Lena Ellitan(1*), Samuel Alfonso Sugiyanto(2), Andriya Risdwiyanto(3),

(1) Universitas Katholik Widya Mandala, Surabaya, East Java
(2) Universitas Katholik Widya Mandala, Surabaya, East Java
(3) Universitas Proklamasi 45, Sleman, Yogyakarta Speial Region
(*) Corresponding Author

Abstract


Consumers can make repeat purchases for the umpteenth time for the same products and services on a regular basis. At the same time, consumers also pay attention to current and future situations and conditions. This study aims to understand the application of experiential marketing factors and service quality that can affect customer satisfaction and consumer intentions to make repeat purchases. The focus of this study is to analyze these factors in the service of Korean restaurants in Surabaya. This research is a causal type of quantitative research that uses the Structural Equation Model (SEM) analysis technique. Respondents in this study amounted to 175 Korean restaurant customers in Surabaya who were designated as objects in this study. Determination of respondents is done by using a purposive sampling technique. This study found that experiential marketing positively affects customer repurchase intention directly. That is, efforts to increase experiential marketing can increase customer intention to repurchase. This study also proves that service quality does not significantly affect customer intention to repurchase. This finding shows that service quality has become a fundamental factor considered normal for every restaurant service. Other results prove that the marketing experience is able to influence customers to make repeat purchases if they are satisfied with the products or services they consume.

Keywords


Experiential Marketing; Service quality; Customer satisfaction; Repurchase intention

Full Text:

PDF

References


Aditama, R. R. A., & Haryono, T. (2022). The Effect of Experiential Marketing on Repurchase Intention with Customer Satisfaction Mediation and Reputable Brand at Self-Cooking Restaurant. International Journal of Economics, Business and Accounting Research (IJEBAR), 6(1), 553–561.

Adixio, R. F., & Saleh, L. (2013). Pengaruh Kualitas Layanan dan Nilai yang Dirasakan terhadap Niat Pembelian Ulang melalui Mediasi Kepuasan Pelanggan Restoran Solaria di Surabaya. Journal of Business and Banking, 3(2), 151–164. https://doi.org/10.14414/jbb.v3i2.233.

Anhar, E. F. (2017). Pengaruh Service Quality terhadap Repurchase Intention dengan Customer Satisfaction sebagai Variabel Mediasi pada Maskapai Penerbangan Citilink (Studi Pada Mahasiswa/I S1 Universitas Brawijaya Malang). Jurnal Ilmiah Mahasiswa FEB Universitas Brawijaya, 6(2), 1–19.

Araci, U. E., Bulut, Z. A., & Kocak, N. (2017). The Relation among Experiential Marketing, Customer Satisfaction, and Behavioral Intention: A Study on Food and Beverage Businesses. In 23rd International Scientific Conference on Economic and Social Development (pp. 361–371). Madrid, Spain: VADEA, University North, Faculty of Management, University of Warsaw.

Astari, W. F., & Pramudana, K. A. S. (2016). Peran Experiential Value dalam Memediasi Pengaruh Experiential Marketing terhadap Repurchase Intention. Jurnal Manajemen, Strategi Bisnis Dan Kewirausahaan, 10(1), 16–30.

Choi, E. J., & Kim, S.-H. (2013). The Study of the Impact of Perceived Quality and Value of Social Enterprises on Customer Satisfaction and Re-purchase Intention. International Journal of Smart Home, 7(1), 239–251.

Febrini, I. Y., Widowati PA, R., & Anwar, M. (2019). Pengaruh Experiential Marketing terhadap Kepuasan Konsumen dan Minat Beli Ulang di Warung Kopi Klotok, Kaliurang, Yogyakarta. Jurnal Manajemen Bisnis, 10(1), 35–54. https://doi.org/10.18196/mb.10167.

Grand View Research (2020). Market Analysis Report. Retrieved July 20, 2022, from https://www.grandviewresearch.com/industry-analysis/ready-meals-market.

Izdhihar, A. N. (2018). Pengaruh Experiential Marketing dan Kualitas Pelayanan terhadap Niat Pembelian Ulang di Waroeng Spesial Sambal dengan kepuasan sebagai Variabel Mediasi. Jurnal Manajemen Bisnis Indonesia, 3(1), 243–251.

Kotler, P., & Keller, K. L. (2016). Marketing Management (Fifth Edit). Boston: Pearson Education Limited.

Lai, I. K. W. (2015). The Roles of Value, Satisfaction, and Commitment in the Effect of Service Quality on Customer Loyalty in Hong Kong–Style Tea Restaurants. Cornell Hospitality Quarterly, 56(1), 118–138. https://doi.org/https://doi.org/10.1177/1938965514556149.

Lionora, C. A., & Santosa, S. B. (2015). Analisis Pengaruh Experiential Marketing dan Kualitas Layanan terhadap Kepuasan Pelanggan untuk Mendorong Minat Beli Ulang. Diponegoro Journal of Management, 4(2), 1–8.

Maf’idayu, N., & Vania, A. (2022). Pengaruh Service Quality terhadap Repurchase Intention Dimediasi oleh Customer Satisfaction. Revitalisasi: Jurnal Ilmu Manajemen, 11(1), 54–62.

Nindiani, A., Hamsal, M., & Purba, H. H. (2018). Product and Service Quality Analysis: An Empirical Study of Customer Satisfaction in a Bakery. Binus Business Review, 9(2), 95–103. https://doi.org/10.21512/bbr.v9i2.4257.

Octaviana, R. A., & Nugrahaningsih, H. (2018). Pengaruh Experiential Marketing dan Kualitas Pelayanan terhadap Minat Membeli Ulang melalui Kepuasan Pelanggan sebagai Variabel Intervening (Studi Kasus pada PT. Meratus Line Jakarta). Media Manajemen Jasa, 6(2), 57–72.

Olii, K. R. R., & Nurcaya, I. N. (2016). Peran Kepuasan Pelanggan dalam Memediasi Pengaruh Experiential Marketing terhadap Pembelian Ulang Tiket Pesawat pada PT Jasa Nusa Wisata Denpasar. E-Jurnal Manajemen Unud, 5(8), 4835–4864.

Öztürk, R. (2015). Exploring the Relationships between Experiential Marketing, Customer Satisfaction and Customer Loyalty: An Empirical Examination in Konya. International Journal of Social, Behavioral, Educational, Economic, Business and Industrial Engineering, 9(8), 2817–2820.

Peggy, P. (2014). Kuliner Korea Makin Populer di Indonesia, Kenapa Ya? Retrieved July 20, 2022, from https://www.pegipegi.com/travel/kuliner-korea-makin-populer-di-indonesia-kenapa-ya/.

Phuong, N. N. D., & Trang, T. T. D. (2018). Repurchase Intention: The Effect of Service Quality, System Quality, Information Quality, and Customer Satisfaction as Mediating Role: A PLS Approach of M-Commerce Ride-Hailing Service in Vietnam. Marketing and Branding Research, 5, 78–91. https://doi.org/10.33844/mbr.2018.60463.

Prabowo, H., Astuti, W., & Respati, H. (2020). Effect of Service Quality and Brand Image on Repurchase Intention through Word of Mouth at Budget Hotels Airy Rooms. Open Journal of Business and Management, 8(1), 194–207. https://doi.org/10.4236/ojbm.2020.81012.

Rahmaniah, F. (2021). Belajar dari Korea Selatan: Korean Wave Senjata Ampuh untuk Membangun Ekonomi Negara. Retrieved July 20, 2022, from https://www.kompasiana.com/fathr/6100298cb9c23468d80864e2/belajar-dari-korea-selatan-korean-wave-senjata-ampuh-untuk-membangun-ekonomi-negara?page=2.

Ramadhan, A. G., & Santosa, S. B. (2017). Analisis Pengaruh Kualitas Produk, Kualitas Pelayanan, dan Citra Merek terhadap Minat Beli Ulang pada Sepatu Nike Running di Semarang melalui Kepuasan Pelanggan sebagai Variabel Intervening. Diponegoro Journal of Management, 6(1), 1–12. Retrieved from http://ejournal-s1.undip.ac.id/index.php/management.

Rossanty, Y., Purba, R. br, Ario, F., Nasution, M. D. T. P., & Siregar, I. (2019). Impact of Experiential Marketing on Customers' Repurchase Intention in Gempita Cafe. In R. Hidayat, M. Mesran, T. M. Diansyah, S. Supriyanto, & D. Siregar (Eds.), Proceedings of the 2nd International Conference on Advance and Scientific Innovation (ICASI) (pp. 425–431). Banda Aceh: European Alliance for Innovation. https://doi.org/10.4108/eai.18-7-2019.2288572.

Salsabilla, N. (2019). K-Wave: Senjata Rahasia Korea Selatan. Retrieved July 20, 2022, from https://www.idntimes.com/opinion/social/nadine-salsabilla/k-wave-senjata-rahasia-korea-selatan-c1c2.

Santoso, A., & Aprianingsih, A. (2017). The Influence of Perceived Service and E-Service Quality to Repurchase Intention the Mediating Role of Customer Satisfaction Case Study: Go-Ride in Java. Journal of Business and Management, 6(1), 32–43.

Silalahi, U. (2009). Metode Penelitian Sosial. Bandung: Refika Aditama.

Sugiyono, S. (2016). Metode Penelitian Kuantitatif, Kualitatif dan R&D. Bandung: PT Alfabeta.

Tanzil, G., Irawan, I., & Aprilia, A. (2017). Analisa Konsep Sizzling Steak yang merupakan Experiential Marketing terhadap Minat Pembelian Ulang Konsumen di Restoran Pepper Lunch Tunjungan Plaza Surabaya. Jurnal Hospitality Dan Manajemen Jasa, 5(1), 1–12. Retrieved from https://www.researchgate.net/publication/269107473_What_is_governance/link/548173090cf22525dcb61443/download%0Ahttp://www.econ.upf.edu/~reynal/Civil wars_12December2010.pdf%0Ahttps://think-asia.org/handle/11540/8282%0Ahttps://www.jstor.org/stable/41857625.

Trolan, J. (2017). A Look into Korean Popular Culture and Its Tourism Benefits. International Journal of Educational Policy Research and Review, 4(9), 203–209. https://doi.org/10.3406/bsnaf.1973.8048.

Widianto, S. (2017). Hendak Bisnis Makanan? Simak Hasil Survei Ini. Retrieved July 20, 2022, from https://www.pikiran-rakyat.com/ekonomi/pr-01291469/hendak-bisnis-makanan-simak-hasil-survei-ini-416780.

Widowati, R., & Tsabita, F. (2017). The Influence of Experiential Marketing on Customer Loyalty through Customer Act as Intervening Variable (Study at the House of Raminten Restaurant in Yogyakarta Indonesia). Jurnal Manajemen Bisnis, 8(2), 163–180.

Yahya, N., Aksari, N. M. A., & Seminari, N. K. (2019). The Effect of Service Quality on Customer Satisfaction and Repurchase Intention on Goods Delivery Services. International Journal of Management and Commerce Innovations, 6(2), 1401–1406.

Yamin, S., & Kurniawan, H. (2009). Structural Equation Modeling: Belajar Lebih Mudah Teknik Analisis Data Kuesioner dengan Lisrel-PLS. Jakarta: Salemba Infotek.

Yuliawan, E., & Ginting, M. (2016). Pengaruh Experiential Marketing terhadap Kepuasan Nasabah pada PT Bank Mandiri Cabang Medan Balai Kota. Jurnal Wira Ekonomi Mikroskil, 6(1), 1–11. Retrieved from https://mikroskil.ac.id/ejurnal/index.php/jwem/article/view/253/175.

Zena, P. A., & Hadisumarto, A. D. (2012). The Study of Relationship among Experiential Marketing, Service Quality, Customer Satisfaction, and Customer Loyalty. ASEAN Marketing Journal, 4(1), 37–46. https://doi.org/10.21002/amj.v4i1.2030.




DOI: https://doi.org/10.30588/jmp.v12i1.1022

Article Metrics

Abstract view : 765 times
PDF - 18 times

Refbacks

  • There are currently no refbacks.


Copyright (c) 2022 Lena Ellitan, Samuel Alfonso Sugiyanto, Andriya Risdwiyanto

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.

Creative Commons License
Jurnal Maksipreneur: Manajemen, Koperasi, dan Entrepreneurship is licensed under a Creative Commons Attribution 4.0 International License.
Based on a work at http://ejournal.up45.ac.id/index.php/maksipreneur.

Jurnal Maksipreneur: Manajemen, Koperasi, dan Entrepreneurship has been indexed/archived by:

DOAJGoogle Scholar Crossref Sinta EBSCO Essentials Garuda IOS Microsoft Academic ROAD Dimensions WorldCat ResearchBib Scilit logo OpenAIRE CORE Semantic Scholar EuroPub Publons

Journal of Maksipreneur: Management, Cooperative, and Entrepreneurship (JMP)

Organized by Management Department, Universitas Proklamasi 45, Yogyakarta, Indonesia

Published by Universitas Proklamasi 45, Yogyakarta, Indonesia

Email: maksipreneurjurnal@gmail.com | jurnal.maksipreneur@up45.ac.id

ISSN (electronic): 2527-6638  ISSN (printed): 2089-550X